Archive for the ‘Press’ Category

A Better Way to Brand

Saturday, March 5th, 2011

We’re sick of being sold.  Traditional advertising has become blurry and quiet, we simply don’t respond to it anymore.   Tivo’s success exemplifies my point.  But I’ve seen the light, a better way to brand. Hours before the Academy Awards,  AlltheBest blogger and  SFERRA brand ambassador, Ronda Carman, hosted her own red carpet event at Tony Duquette’s Dawnridge.  

 

  SFERRA’s TABLE SETTING

 In honor of  SFERRA’s 120th anniversary, ten top bloggers and a sprinkling of design elite sat down to a one of a kind luncheon,  table styled by team SFERRA- Hutton Wilkinson and placed in one of the many magical outdoor spaces of the Dawnridge Estate. 

                                                                   

 Brand Ambassador Ronda Carman

Being a spokesperson for Milgard Windows and a business owner, I am constantly faced with “designing” clever ways to market.  I hit the idea jackpot at Dawnridge.  Ronda nailed it.  

Step 1. LEAVE AN IMPRESSION- If you haven’t picked up a copy of Tony Duquette’s More is More, you should because words will never describe the decadence of the estate.  ( Better yet, get yourself invited… somehow. )   No one who attended the event will ever forget the experience that afternoon or the gracious hosts who invited us.

Tracy Porter and Hutton Wilkinson

Step 2. DON’T MARKET- INSTEAD INVITE and INSPIRE AS A BRAND AMBASSADOR- There was no tradtional marketing at the luncheon, not one piece of literature or signage- but the entire experience sang SFERRA- permanence, luxury, generational, fine, perfection.  The location, the setting and the guests left everyone in awe. SFERRA and Ronda treated us like honored guests instead of marketing targets. Being invited by a “brand ambassador” set the tone for a unique experience that would not be forgotten.   

Hutton Wilkinson and Lori Dennis

Step 3. TAKE ADVANTAGE OF TIMING- Ronda coincided the event with the first annual Blogger’s Convention, on calendar for the following day.  Since the best of the best were already in town, she made an offer no design affectionado could refuse.   Bloggers blog about the things they do and see.  Ambassador Carman made sure they saw something worth blogging.  And let’s face it, when respected people say  positive (and unsolicited) things about your brand, it’s the most valuable advertising there is. 

Tobi Fairley and Kyle Knight

Step 4. INVITE THE RIGHT GUESTS- Suzzane Rheinstein, Jan Showers, Barclay Butera, Hutton Wilkinson, Anne Sage, Ronda Carman, Lori Dennis, Tobi Fairley, Clinton Smith,  Tracy Porter… the list went on and on.   I read Tobi Fairley’s blog religiously… and there she sat across from me -along with 9 other major leaguers. A mutual admiration society meeting is a good thing and makes for very happy guests.

Barclay Butera and Suzzane Rheinstein 

                                   

 Ronda Carman and Jan Showers

Step 6.  GIVE GOOD SWAG- Each guest left with a boldly colored, personally monogrammed set of SFERRA cocktail napkins.  Think about this.  SFERRA makes heirloom quality linens that can be passed through generations.  Each time these exquisite cocktail napkins are pulled out for decades, it becomes an opportunity to tell the story of Ambassador Carman’s luncheon for SFERRA’s 120th Anniversary at Dawnridge.

That’s a better way to brand.

SFERRA’s TABLE

Posted in Architecture and Design, Blogs, Events, Parties, Press | 13 Comments »

If You Want to Get the Word Out, Befriend a Blogger

Thursday, December 16th, 2010

Recently my book, Green Interior Design  was released.   Like most people who have never written a book, I thought the days of sitting in front of my computer coming up with hundreds of pages of clever material was the hard part.  Visions of Hollywood scenes featuring authors and their publishers led me to believe that I would be traveling around the country on a glamorous book tour (television, radio, chic book stores, exclusive parties) staying at posh hotels, selling millions of copies and having my editor pick up the tab.

I mean isn’t that what JK Rowling gets to do?  Ha ha. The joke was on me.  After you write your first book, you the author, get the pleasure of marketing it too.  Ok fine,  how hard can it be?  I contacted a PR person known for her prowess in marketing books.  She quoted me $20,000- but no Internet marketing . I did the math. I make about $1 a book , multiply that by a million copies, equals… this sounded like a great plan.  Only when I asked how many copies she thought I could sell,  she said about 15,000.  I confirmed the number with some other design authors.   My next thought was, I’m going to need to look at some other options.

Then it hit me- THE BLOGGERS.  One of the greatest things about blogs is that unlike magazines that have 3-12 month lead times, blogs can post content immediately. Plus the bloggers put a link  (straight to a shopping cart) in the article.   I immediatly started contacting the blogs I know and love.

In no special order here’s the list of the blogs who saved me $20,000 in marketing and helped me publicize my book.  Thank you thank you thank you!  Give em’ a read and be sure to tell them if you have something compelling to announce, they’re happy to help you spread the word.

1. All The Best Blog

2.Belle Vivir

3.Crib Candy

4.Absolutely Not Martha

5.Blue Ant Studio

6. Chasing Davies

7. Being Tazim

8. Eco- Modernism

9. Live Modern

10.  Just One More Page Or Two

11. Examiner.com

12. Design Shuffle

13. Design Addict

14. Book Page

15. Ink + Wit

16.Shoe  Box Decor

17. HGTV Design Happens

18. Charm Home

19. Design For Men Mag

20. Yossawat

21. LA Mag

22. Lush Pad

23. An Inspired Walk

24. Three Men and A Lady

25. The Jinks Family

26. Cincinati Enquirer

27. Simple & Wonderful

28. Moore Minutes

29. Bijou Kaleidoscope

20. Go Design Go

31. Cliff Spencer

If I missed anyone, please let me know!  MWAH to the bloggers.

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Posted in Architecture and Design, Books, Press | 1 Comment »

Fall Market 2010 at the Pacific Design Center

Sunday, September 26th, 2010

The day started at Baker with jazz and mimosas ,( BTW Audrey Hieb a big thank you for sending the Dwell feature on me.) followed by a kick-off,  keynote address discussing the New Face of Affluence. Something I’ve never seen before is Charles Cohen, owner of the PDC, welcoming everyone and introducing the day’s events.  I felt honored, but had to wonder if business is suffering somewhat for him to make an appearance to a less than standing room only crowd.

 Michela O’Conner, Dwell Media President;Frances Anderton, wunderkind reporter KCRW- – P.S. Frances I will not stop bugging you until you interview me on your show;  Jennifer Siegal, Office Of Mobile Design and Funky Williard Ford, Ford and Ching told us all about their experiences with the new affluent.  Basically they love Apple, the environment and will place  Ikea directly next to a rare antique.  MY PEOPLE!  I also got confirmation that my efforts on Facebook were worth the while, as 87% of “them” are using it.  Now, I liken the FB experience to having a phone number.  You’re simply out of touch without one.  Perhaps the most provoking part of the presentation was the comment from a woman in the audience who reminded us not to forget the design loving,  Chinese consumer, attending the EXPO in Shanghai to the tune of 46 million visitors.  Michela O’ Conner wholeheartedly agreed.  I owe a lot to that lady in the audience- my big public relations meeting the following day took on a whole new direction focusing also on China- NI HAO!

When the keynote ended, I was minding my own business when I walked down the hall by the new ASID office.  There sat the  past president, president and president elect who summonsed me in and told me I had been appointed Editor in Chief of LA Design Magazine, the chapters’ Quarterly. WTF?  So, now I’m an editor of a design magazine -pretty cool.  First order of business: CALLING ALL WRITERS: anyone who thinks they have something to contribute- – Hollah Back at me!

Other things at market that inspired me were the exhibit at Mya Stark’s pop up gallery featuring a massive collection of other people’s old photos.  I seriously wish I had a few hours to really look at all of them (there had to be thousands) because they really told a story of American history without saying a word- although some had some did have informative comments written on the back ranging from racy to ridiculous.  Greg Gorman’s A Distinct Vision was also among my favorites with striking, larger than life (literally) photography displayed along glass walls.   Get over there and take a look before they’re gone.

After a day full of informative programs Janus Et Cie threw… yet another fab party with killer appies, a stocked bar and hip deejay.  Unfortunately for them 3/4 of the regular crowd was gone.  Margaret Russell was up on the third floor throwin’ down one hell of a shin dig for Thomas Lavin’s  10th Anniversary. The SoCal Contractorwas VERY impressed with the Scotch selection, not an easy fete for a man who bar-tended in Scotland. I saw people I haven’t seen in ages including Keith Granet and Lloyd Princeton. I’ve known and loved Thomas from way back and was delighted to see all stars aligning for this wonderful man. Congrats TL, you really deserve it.

Thomas and Lori: Back in the Days Before I Needed Botox!

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Posted in Architecture and Design, Events, Interior Designers, Lectures, Magazines, Parties, Press | No Comments »

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